Winner
Fresubin Big Deal
With support from: Havas Life Medicom
Summary of work
In the Oral Nutritional Supplement (ONS) market the choice of product was driven via a complex pricing model based on heavy discounting in hospitals. Many years of this approach by the leading brands had left customers unengaged and significantly reduced the options for prescribing in the community. It had also left Fresenius Kabi with a declining share of a declining market. The situation was stark and the options limited - imitate, withdraw or innovate.
Working closely with its customers, Fresenius Kabi created a totally new value proposition in the ONS market. It communicated using fully personalised local data that made the value proposition 100% relevant to the audience. The result was a total change to the market dynamic - from declining market share to explosive growth, from being one of many competing brands to clearly demonstrating leadership in the category, and to building a reputation with customers that’s opening doors and building close partnerships with the NHS.
Judges’ comments
In the current climate this team did everything right, harnessing simple but detailed data and facts for a programme that clearly showed cost savings to the NHS. It was spot on with its ‘save to invest to save’ approach and should serve as a good example of a local commissioning strategy that returned the brand to growth.
